New Delhi, April 1 -- Mumbai: In 1983, a teenaged Salman Khan boarded a yacht off the Andaman Islands with a group of young, happening folks and a red icebox filled with chilled glass bottles of Campa Cola. They pitch tents on a pristine beach, chanting 'Campa Cola' to an electric guitar. The ad exemplified all that was cool about the iconic soft drink of the 1980s; it was the drink of choice for the cool, urban rich, who sang in English and partied at sea like the Europeans.

That was until Pepsi and Coca Cola re-entered India in 1989 and 1993, respectively, effectively ending the era of homegrown soft drink brands.

Forty years later, everything has changed. Campa Cola is now just 'Campa'. It was relaunched in 2023 by Reliance Consumer ...